Pengaruh Digital Marketing, Brand Awareness, Dan Kualitas Produk Terhadap Keputusan Pembelian Batik Suminar Kediri (Studi pada Konsumen UMKM Batik Suminar Kediri)

Abstract

Abstract

This study aims to scrutinize the sway of Digital Marketing, Brand Awareness, and Product Quality on the Procure Conclusion of Batik Suminar Kediri consumers, both simultaneously and partially. A quantitative associative-causal approach was applied. The population consisted of all consumers who had purchased Batik Suminar products, either directly or by means of digital platforms, the exact size of which could not be identified (infinite population). Following the guideline of Hair et al. (2014), 126 respondents were assigned by means of Non-Probability Sampling with a Purposive Sampling technique. Data were collected via feedback forms and explored using multiple linear regression with SPSS version 26, covering correctness and credibility tests, classical assumption tests, the F-test, the t-test, and the coefficient of ascertainment. The evidences show that Digital Marketing, Brand Awareness, and Product Quality simultaneously have a positive and significant effect on Purchase Decision, with an Adjusted R Square of 0.735. Partially, all three variables also have a positive and significant effect, with Product Quality being the most dominant predictor. These findings suggest that consumer purchase decisions on local batik craft products are driven mainly by consistent product quality, supported by digital marketing efforts and brand awareness reinforcement.

Keywords: : Digital Marketing, Brand Awareness, Product Quality, Purchase Decision, Batik MSME